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The Future of Customer Interactions
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The Future of Customer Interactions

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  • Thank you. So let’s talk about interaction management.More specifically, let’s talk about how to drive marketing and business success by automating and orchestrating all of the digital interactions that we have with our customers.
  • More specifically, let’s talk about how to drive marketing and business success by automating and orchestrating all of the digital interactions that we have with our customers.But before I get into it, I have to say that we are all very lucky. You see, we are in a wonderful and exciting time. What I believe to be a renaissance in marketing. We have more information at our disposal than ever before, more ways to understand our customers, and more opportunities to communicate with them in meaningful ways.
  • But before I get into it, I have to say that we are all very lucky. You see, we are in a wonderful and exciting time. What I believe to be a renaissance in marketing. We have more information at our disposal than ever before, more ways to understand our customers, and more opportunities to communicate with them in meaningful ways. But I digress. Getting back to interactions, those of us willing to innovate, willing to be more integrated, targeted, personalized and coordinated, across all of the key interactive channels – email, mobile, social, the web, and display – those of us willing to think bigger will be the ones that thrive.
  • But I digress. Getting back to interactions, those of us willing to innovate, willing to be more integrated, targeted, personalized and coordinated, across all of the key interactive channels – email, mobile, social, the web, and display – those of us willing to think bigger will be the ones that thrive.  At Responsys we call this New School Marketing.
  • But I digress. Getting back to interactions, those of us willing to innovate, willing to be more integrated, targeted, personalized and coordinated, across all of the key interactive channels – email, mobile, social, the web, and display – those of us willing to think bigger will be the ones that thrive.  At Responsys we call this New School Marketing.
  • But I digress. Getting back to interactions, those of us willing to innovate, willing to be more integrated, targeted, personalized and coordinated, across all of the key interactive channels – email, mobile, social, the web, and display – those of us willing to think bigger will be the ones that thrive.  At Responsys we call this New School Marketing.
  • At Responsys we call this New School Marketing. It’s a shift in strategy, a shift in definition, a shift in execution. It’s moving from broadcast to interactive, from impressions to engagement, from batch to real-time.
  • It’s moving from broadcast to interactive, from impressions to engagement, from batch to real-time. And it’s the New School Consumer that is driving this shift.
  • And it’s the New School Consumer that is driving this shift.  You see, New School Consumers are writing new rules They’ve gone interactive and are choosing which marketing messages they receive, when, where, and from whom.
  • They’ve gone interactive and are choosing which marketing messages they receive, when, where, and from whom. They are constantly expressing their interest and intent – which means lots of data from disparate sources… social data, web behavior data, mobile context data, in store data, etc.
  • They are constantly expressing their interest and intent – which means lots of data from disparate sources… social data, web behavior data, mobile context data, in store data, etc. And they are expecting and demanding even more personalized and relevant content. Otherwise they move on.
  • And they are expecting and demanding even more personalized and relevant content. Otherwise they move on. But the problem is, it’s not just a few customers, it’s millions of customers, millions of individuals. And we can’t market to millions of individuals by hand.
  • But the problem is, it’s not just a few customers, it’s millions of customers, millions of individuals. And we can’t market to millions of individuals by hand. The good news is that technology is bringing it all together. By technology-enabling our marketing – and combining interaction management with campaign management and execution – we now have the ability to orchestrate all of our dynamic and ongoing interactions with our customers.
  • The good news is that technology is bringing it all together. By technology-enabling our marketing – and combining interaction management with campaign management and execution – we now have the ability to orchestrate all of our dynamic and ongoing interactions with our customers. What this means is that we can start communicating with our customers, learn from their behavior and intent along the way, and drive dialogues that are more meaningful – both better for us, in terms of revenue and engagement, and better for them, in terms of relevancy.
  • What this means is that we can start communicating with our customers, learn from their behavior and intent along the way, and drive dialogues that are more meaningful – both better for us, in terms of revenue and engagement, and better for them, in terms of relevancy. But to harness these new opportunities requires a new approach. We have to be more nimble. We have to be more open. We have to have solutions that allow us to manage and orchestrate interactions without having to centralize all of the data, content, or delivery logic. We have to be able to more easily access and leverage the power of the information and systems at our disposal so that we can put it to work.
  • But to harness these new opportunities requires a new approach. We have to be more nimble. We have to be more open. We have to have solutions that allow us to manage and orchestrate interactions without having to centralize all of the data, content, or delivery logic. We have to be able to more easily access and leverage the power of the information and systems at our disposal so that we can put it to work.What we need are solutions that are more intelligent.
  • But to harness these new opportunities requires a new approach. We have to be more nimble. We have to be more open. We have to have solutions that allow us to manage and orchestrate interactions without having to centralize all of the data, content, or delivery logic. We have to be able to more easily access and leverage the power of the information and systems at our disposal so that we can put it to work.What we need are solutions that are more intelligent.
  • But to harness these new opportunities requires a new approach. We have to be more nimble. We have to be more open. We have to have solutions that allow us to manage and orchestrate interactions without having to centralize all of the data, content, or delivery logic. We have to be able to more easily access and leverage the power of the information and systems at our disposal so that we can put it to work.What we need are solutions that are more intelligent.
  • But to harness these new opportunities requires a new approach. We have to be more nimble. We have to be more open. We have to have solutions that allow us to manage and orchestrate interactions without having to centralize all of the data, content, or execution. We have to have solutions that are more intelligent.  What we need is an interaction cloud, or what we call it, the Interact Cloud, where everything that we need for great, effective marketing can be easily combined and directed.
  • What we need is an interaction cloud, or what we call it, the Interact Cloud, where everything required for great, effective marketing can be easily combined and directed. Where technology enables marketers to realize the vision of individualization and automation. So that they can market to those millions of unique customers.Where behavioral and transactional data, content for offers and personalization, and all key execution channels converge.
  • Where behavioral and transactional data, content for offers and personalization, and all key execution channels converge.Our customers are already in the cloud, our systems are already in the cloud, and more and more data and content is living in the cloud.
  • Where behavioral and transactional data, content for offers and personalization, and all key execution channels converge.Our customers are already in the cloud, our systems are already in the cloud, and more and more data and content is living in the cloud.
  • Where behavioral and transactional data, content for offers and personalization, and all key execution channels converge.Our customers are already in the cloud, our systems are already in the cloud, and more and more data and content is living in the cloud.
  • Our customers are already in the cloud, our systems are already in the cloud, and more and more data and content is living in the cloud.So hold on tight and come along for the ride.Thank you.
  • So hold on tight and come along for the ride.Thank you.

Transcript

  • 1. The Future of Customer Interactions
    Scott Jones, Responsys
  • 2. interactionmanagement
  • 3. automation
    +
    orchestration
  • 4.
  • 5. innovate
  • 6. integrated
    targeted
    personalized
    coordinated
  • 7. email
    mobile
    social
    web
    display
  • 8. new school marketing
  • 9. old school marketing vs.new school marketing
    broadcastvs. interactive
    impressionsvs. engagement
    manualvs. technology enabled
    batchvs. real-time
    paid media focus vs. owned & earned media focus
    top down vs. bottoms up
  • 10. the new school consumer is writing the new rules
  • 11. the new school consumer is writing the new rules
    they choose which marketing messages they receive, when, where, and from whom
  • 12. the new school consumer is writing the new rules
    they choose which marketing messages they receive, when, where, and from whom
    they are constantly expressing their interests and intent
  • 13. the new school consumer is writing the new rules
    they choose which marketing messages they receive, when, where, and from whom
    they are constantly expressing their interests and intent
    they are expecting content to be even more personalized and relevant
  • 14. the new school consumer is writing the new rules
    But it’s impossible to market to millions of them by hand.
    they choose which marketing messages they receive, when, where, and from whom
    they are constantly expressing their interests and intent
    they are expecting content to be even more personalized and relevant
  • 15. interactionmanagement
    +
    campaignmanagement
    =
    orchestration
  • 16.
  • 17. nimble
  • 18. nimble
    open
  • 19. nimble
    open
    distributed
  • 20. more intelligent